What is your client’s experience when they discover you, work with you and your team? What is the value of that experience?
How does that customer experience compare to that of your competitors? What difference does it make?
Many organisations struggle to answer these questions and even to identify all the elements of customer experience, how all these interact to create a perception and a reputation.
I read in a blog recently that it has been scientifically proven that people derive more value from experiences than ownership. I found it fascinating as you would normally expect that people would value the house they own, or the car, or another possession they prize. But It made me think – what is it I remember? What is it that I value?
The first thing that came to mind was the experience of a world trip with my young bride. When others our age were saving for a deposit for a house, we had chosen to “experience” the world, broaden our perspective, explore new things – it was the most amazing time! I remember vividly some experiences. It impacted me emotionally, it changed my perspective, it created a wonderful connection with my beloved with whom I shared it!
The Value Of The Experience
In the world of technology many comparisons come to mind. Apple vs Samsung, Microsoft vs Apple etc…
I’ve seen many blogs and still do today that compare features and specifications between competing products. Samsung has the latest Octo-core processor vs Apple’s quad core therefore Samsung is better – this is the typical argument. Even as a technologist who is interested in the specifications I see this is really not the whole story, not the whole point of difference. Sure enough if I wait long enough I see a real world speed test that shows the Apple iPhone is actually faster than the supposedly higher spec competitor. But interestingly today – what gets my attention – it is the Apple advertisement that shows the iPhone being used to film an experience of the sun setting, or a celebration with loved ones etc. Given the huge profitability of the iPhone vs it’s competitors it is clear the experience has significant value!
Elevating Your Clients’ Experience
In your business world, how would your customers describe their experience of interacting with you? Is your brand experience memorable? If you do not assess this, you expose your organisation to a major risk in a commercial world.
Fundamentally we are keen to help you elevate your brand, to put you in a place like Apple where you can charge more for your service and foster long term relationships with your clients, because of the experience you offer.
Let’s take the example of one of our plumbing clients:
They offered a professional gas safety inspection and repair service for residential clients. When we first met with them we found a highly skilled team,focused on delivering excellent customer satisfaction. We also found lots of paper and inefficient processes throughout the organization.
We spoke to the founder and offered two ways forward – stick with the current system that worked for him, or move to using an iPad and capture information electronically on the spot for the technical report, then at the end of the process deliver a professional invoice to the client via email. He chose to go with the iPad and as part of the engagement we worked with him to update the various paper forms to reflect a quality brand experience. We then went out on site with him to visit the clients and to gauge the impact. The difference was clear, his client was impressed with the professional and more modern approach, but also with how quickly they received the checklist and the related invoice. The experience was a positive one for all, raising the bar further and widening the gap with competitors. It was also easier to ensure a consistant experience across a team. At the same time the greater efficiencies opened new opportunities as more clients could be serviced, and additional services offered
An Experience Of Working With Us
We too care about how our customers describe their experience of working with us. We find time and time again that it makes a difference with new and existing customers
I can think of a great example…
A few years back we tendered for the business of building an integrated innovative CRM, Corporate web site and community portal for the Aboriginal Community in Alice Springs. We were shortlisted down from 9 to 2 and then invited to a two day scoping exercise in Alice alongside our competitor. The structure of the engagement was to meet with the CEO collectively and then each of the various departmental heads would first meet with our competitor and then with us for a total of 11 back to back interviews over the course of 2 days. Whilst we had little knowledge of our competitor, it soon became clear that they were very feature and specification driven in their sessions. The clients staff would come from their meeting and would look visibly stressed, we would invite them in, offer them a coffee, and then ask a simple question like “What do you understand about why we are here, and what is it you are hoping to achieve?” In response we would often get a “I’m not sure, or I still don’t understand this part”. We would then whiteboard our understanding and then work with them to ensure clarity, invite further questions etc.
In the end of the process, and although being more expensive than our competitor, we were awarded the business. Afterwards we asked the evaluation panel, why they chose us? The response was “Although technically your offering was similar to theirs, the way you engaged with us was so much more relatable, and understandable that it was obvious to us who we should go with!”
It was the experience that sealed the deal, and cemented the relationship as we moved forward together.
We Care About Experience
How was it that it mattered so much? It may well have been due to our experience of working with such a wide range of industries and situations over several decades. It certainly helped as we did not have many questions for them on how the technical elements needed to work, we understood the specification, even though it was only a few pages long. We delivered a “matching” spreadsheet to the evaluation team, on the one side we had their business requirement, then next to it our understanding of what this meant technically and then the application of the right technical “tool” that we proposed to use to meet that need. We were not stressed by the complexity and perhaps this put them at ease in and of itself. We work with mature, experienced professionals with a wide variety of skills and experience, so that you can have a great experience in working with us!
Talk to us today about how you can take advantage of our experience to build a higher value experience for you and your clients.